Who Is Philip Kotler?

Philip Kotler is among the most prolific and authoritative marketing authors. He has written books such as Principles Of Marketing, Marketing Management, Marketing 4.0, and many others who have become classic readings for marketing practitioners. Kotler was a Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. And among the maximum experts on concepts such as marketing mix.

five-product-levels
Marketing consultant Philip Kotler developed the Five Product Levels model. He asserted that a product was not just a physical object but also something that satisfied a wide range of consumer needs. According to that Kotler identified five types of products: core product, generic product, expected product, augmented product, and potential product.
marketing-mix
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

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